Present Work
I currently work as a Principal Brand Designer for Fingercheck, a Brooklyn-based company specializing in Payroll and HR automation. In my time with Fingercheck, I successfully designed and implemented the company's current brand identity, collaborated with an outside agency on the website redesign, and created numerous assets to convey a cohesive image of Fingercheck as a humane, approachable, and trustworthy brand.
I partner with marketing and product teams to constantly push and evolve Fingercheck’s brand identity—shaping how we connect with the market. Below is a selection of creative work I led during my time here.
Fingercheck's Rebrand
I led Fingercheck's rebranding with the main goal of refreshing the company's visual identity and creating a more humane and approachable brand image. The senior management team was looking for a way to modernize our looks and at the same time keep the logo with minimal updates as it carried significant brand value.
The rebrand led to a measurable boost in brand performance and perception. Website traffic grew by 25% year-over-year, supported by improved SEO and a clearer, more cohesive visual identity that resonated with prospective customers. Bounce rate dropped to 20.9%, reflecting stronger engagement with the redesigned experience. Social media interactions increased by over 30%, driven by more shareable, recognizable visuals. Internally, the rebrand created alignment across design, marketing, and product—streamlining execution and strengthening brand recall in competitive spaces.
The rebrand led to a measurable boost in brand performance and perception. Website traffic grew by 25% year-over-year, supported by improved SEO and a clearer, more cohesive visual identity that resonated with prospective customers. Bounce rate dropped to 20.9%, reflecting stronger engagement with the redesigned experience. Social media interactions increased by over 30%, driven by more shareable, recognizable visuals. Internally, the rebrand created alignment across design, marketing, and product—streamlining execution and strengthening brand recall in competitive spaces.
PaisleyHR
In 2024, Fingercheck launched PaisleyHR, a professional employer organization (PEO) for small businesses.
I've designed the logo from our branded font, Diagramm, by combining basic and alternative ligatures. PaisleyHR's colors were borrowed from Fingercheck's extended color palette.
I've designed the logo from our branded font, Diagramm, by combining basic and alternative ligatures. PaisleyHR's colors were borrowed from Fingercheck's extended color palette.
Accountant Portal
The Accountant Portal was redesigned successfully by the product and marketing teams, focusing on user needs and improving usability. Through targeted marketing, they ensured widespread acceptance among accountants, highlighting the effectiveness of their collaboration.
